ASOS- But First, Fashion
For some, life stops for fashion.
Everything else can wait til the right outfit is sorted.
And when it comes to being at the forefront of emerging trends from the catwalk to the high street, Asos can authentically lead with authority on ‘what’s hot’ and what’s not.
But First, Fashion actively encourages this fashion obssession, showing how the outfit takes priority in every situation.
The visual approach used cool stylised people, in lifestyle and surban settings, where their outfit took centre stage. For OOH, we took a long copy approach, allowing us to really explore the attitude of an ASOS customer and how much fashion is their life.
Art direction for the campaign was based around the black & white QR code inspired packaging that Asos customers are familiar with landing on their doorstop, using blocks to hold imagery and typography.
Branded social films would dramatise small everyday moments, where fashion clearly took priority at the expense of others.
We also proposed ASOS content creators would get involved in reacting to current trends or drops, to ensure followers knew Asos were always one step ahead when it came to fashion.
DESC: A rainy day on a British street. ASOS creators throw themselves into puddles and stand under dripping pipes. Some even walk through overflowing rivers. All to emerge, soaked through, creating the latest look.
But First, Drip Wet.
But First, Drip Wet.
DESC: A stylish man stands on the train platform. Spotting him, our ASOS creator suddenly whips out a pair of scissors from his bag. He *has* to jump on this trend. He’s cuts his jeans to mid-calf length. Nailed it.
But First, Jorts
But First, Jorts
And the beauty of the campaign line was that it flexed for key trends and collections ASOS featured throughout the fashion year.
Timed ‘Drops’ to create anticipation around collection launches:
And for stunts, promos, even intermal comms, the But First.. structure emphasised the priority of fashion in our lives, the urgency and importance of being on top of the latest styles and trends culturally.
Clues are shared on stories ahead of a collection launch, to see who is willing to drop everything for fashion.
At the busy city location, a transparent box is filled with rose petals, and a timer counts down until the release of teh collection. In a dramatic moment, the sheet of petals disappear as a model is revealed wearing an iconic outfit from The ASOS Rose Collection.. A QR code on the box invites spectators exclusive access to ‘Shop The Drop’, while the entire moment provides conent for social.